Before you say it — we aren’t talking about not having something to wear on your next night out (although we’ve all been through that nightmare). We are talking about how to handle a PR crisis — through expert media management and pre-planning (where possible!)
A PR crisis doesn’t need to be as scary as it sounds. In fact, we prefer the term ‘issue’ to ‘crisis’! Issues management offers a strategic approach to addressing a situation involving an individual or brand that may impact customers or a reputation. If done effectively, crisis comms can ensure safety, minimise damage, and protect or repair reputations.
Sometimes during a crisis, you might receive a statement request from a journalist. Here’s 3 tips for crafting a strong statement and getting a handle on the media narrative, sharpish:
1. Get that deadline extended
Usually, a journalist will provide you with a deadline for when they plan to release the story. We always recommend asking for an extension, so you have plenty of time to draft your statement and obtain necessary approvals. Remember, if you don’t ask, you don’t get.
2. Remember, less is more
It can be hard not to write lots of text when you feel passionate about the subject — but remember, less is more when it comes to crisis statements. Avoid appearing defensive or over-justifying — and keep your response clear and concise. Read through the journalist’s questions multiple times to ensure you have answered each point but be direct. You want to avoid opening yourself up to additional questions or misinterpretation.
3. Create a crisis comms plan
Say it with us: “Every business should have one.” A crisis comms plan ensures you have a clear protocol in place BEFORE a crisis occurs. This includes identifying who you need to gather information from for the statement and outlining the approval process. Having this in place before the worst happens will help you to meet media deadlines and get your response sorted, quickly.
Crisis comms is our bread and butter, and there’s a lot more to it than just liaising with journalists — so keep your eyes peeled for our next instalment of tips.
OR, get in touch if you need some further support — whether you’d like to attend one of our issues management training sessions or get some advice on a bubbling crisis before it hits.
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